T H R E E W A Y S T O G E T P U B L I C I T Y D U R I N G A P A N D E M I C ! WITH CARRIE EDDINS AKA
FIRST OF ALL, WELCOME TO MY FIRST WEBINAR, I CANNOT BELIEVE IT’S TAKEN ME THIS LONG TO DO ONE, I’VE ATTENDED SO MANY, FOR YEARS! SO, PLEASE BE KIND, I’M A BIT NERVOUS! THANKS SO MUCH FOR YOUR ATTENTION HERE TODAY, EVEN IF ON THE REPLAY, I REALLY APPRECIATE IT. I WILL EMAIL YOU ALL THE RECORDING OF THIS AND THESE SLIDES FOR YOUR REFERENCE, SO DO NOT WORRY ABOUT TAKING NOTES, UNLESS LIKE ME YOU JUST FEEL THE NEED!
M Y C O M M I T M E N T T O Y O U D U R I N G T H I S W E B I N A R . . . 1. I WILL HELP YOU TO BE LESS ‘BLONDE,’ ABOUT PUBLICITY DURING A PANDEMIC BY SHARING WITH YOU 3 WAYS TO & GET PUBLICITY DURING A PANDEMIC - YES REALLY! 2. DO A LIVE DEMONSTRATION OF MY SKILL ON TWITTER, YES REALLY! FINGERS CROSSED THIS WORKS! 3. TAKE ANY QUESTIONS YOU MIGHT HAVE! SHARE WITH YOU DETAILS ABOUT MY COURSE CALLED: ‘HOW TO SPRING YOURSELF 4. SOFTLY AND LESS ‘BLONDELY’ INTO THE MEDIA THIS SPRING,’ COURSE, WHICH STARTS ON MONDAY!
B E F O R E I G E T HI. I'M CARRIE EDDINS, I’M THE S T A R T E D , L E T M E BLONDEPRENEUR AND I HELP AMBITIOUS, REBELLIOUS BUSINESS OWNERS JUST LIKE I N T R O D U C E YOU GET THE MEDIA COVERAGE THAT YOU M Y S E L F . . . DREAM OF… TO RAISE YOUR PROFILE, GROW YOUR BUSINESS AND YES EVEN GET YOU MORE CLIENTS, EVEN DURING A PANDEMIC!! I ADMIT I DO WORK VERY DIFFERENTLY TO MANY PUBLICISTS...
PART OF THIS IS TO DO WITH MY DYSLEXIA, SO I NATURALLY THINK VERY DIFFERENTLY AND PART OF THIS IS THAT I LOVE TO PLAY WITH RULES AND SEE HOW I CAN BREAK THEM! THIS HAS MEANT THAT I HAVE DEVELOPED STRATEGIES ON TWITTER - WHERE I SPEND MOST OF MY TIME AND WHERE NEW STORIES LITERALLY IN A MATTER OF SECONDS BREAK, TO GET THE MEDIA TO HEADHUNT MY CLIENTS REPEATEDLY! ONE CLIENT, ANNABEL KAYE WAS EVEN HEADHUNTED WHILST SHE WAS ON THE OTHER SIDE OF THE WORLD, I KID YOU NOT! MY DIFFERENT APPROACH IS THAT I USE SOFT-SKILLS S O , T O D A Y I A M G O I N G T O WITH MY COMMUNICATION, EVERY TWEET, EVERY EMAIL, S H A R E W I T H Y O U 3 W A Y S AND EVEN IN EVERY PHONE CONVERSATION I HAVE WITH THE MEDIA, AND WITH EVERYONE. T H A T Y O U C A N G E T P U B L I C I T Y T O G R O W I BELIEVE SOFT IS STRONG, AND SO THAT’S MY APPROACH WITH PUBLICITY TOO! Y O U R B U S I N E S S !
LET ME SHARE WITH YOU A RECENT RESULT FROM ONE OF MY LONG-STANDING CLIENTS SALLY BAKER. SALLY IS A THERAPIST AND SHE WAS B U T HEAD-HUNTED BY THE INDEPENDENT JUST AFTER EASTER AND WITHIN HOURS WAS F I R S T . . . QUOTED IN THIS FEATURE BELOW: HTTPS://WWW.INDEPENDENT.CO.UK/LIFE-STYL E/EASTER-BANK-HOLIDAY-BLUES-SAD-DEPRES SED-LOCKDOWN-HAPPY-MOTIVATED-A946415 6.HTML
DURING THIS PANDEMIC, MORE PEOPLE ARE GOING TO EXTREMES IN THEIR CONSUMPTION OF THE MEDIA. N O W, THEY ARE EITHER SWITCHING MASSIVELY OFF AND LISTENING TO THINGS LIKE PODCASTS AT RECORD LEVELS OR ‘NETFLIXING IT.’ L E T ’ S S E T OR THEY ARE GOING NUTS FOR MEDIA COVERAGE, NOT JUST THE NEWS BUT CONSUMING ONLINE NEWS SITES, LISTENING TO T H E THE RADIO, WATCHING TELEVISION… THE WORKS! THIS IS BECAUSE MILLIONS OF PEOPLE ARE SHOWING THAT S C E N E . . . THEY HAVE AN INSATIABLE APPETITE BECAUSE THEY ARE BORED, FEARFUL, UPSET, IN NEED OF STIMULATION, THE WHOLE RANGE OF OUR EMOTIONS AND THOUGHTS IN LOCKDOWN! WHAT THIS HAS DONE IS ACTUALLY, IN MY OWN PROFESSIONAL OBSERVATION, CHANGE THE MEDIA LANDSCAPE...
H O W ? WELL NOT ONLY IS THERE MORE THIRST AND HUNGER FOR THE MEDIA; SO THAT MORE PEOPLE ARE PAYING ATTENTION TO THE MEDIA - MORE PEOPLE ARE CRAVING POSITIVE NEWS STORIES! CAPTAIN TOM? WHAT A HERO, HE DESERVES A KNIGHTHOOD! JOE WICKS MAKING IT INTO THE WALL STREET JOURNAL… YES REALLY, THIS WEEK! ANOTHER EXAMPLE IS THAT EVERY DAY BBC BREAKFAST HAVE #HEROESHALFHOUR WHERE THEY SHARE (FOR AN ENTIRE THIRTY MINUTES!) INSPIRING STORIES ABOUT PEOPLE AROUND THE COUNTRY DOING AMAZING THINGS RIGHT NOW. YES REALLY! RIGHT, NOW WE HAVE A BIT OF CONTEXT, LET’S QUICKLY GO OVER A QUICK DEFINITION OF PUBLICITY IN 2020; MY OWN ONE...
"PUBLICITY IS PART STORYTELLING AND PART OPINION-SHARING!"
IN THE PAST PUBLICITY USED TO BE JUST PURELY STORY-BASED, BUT NOW DUE TO THE INTERACTIVE NATURE OF SOCIAL MEDIA, IT’S NOT. THE MEDIA LOVE TO HAVE EXPERTS JUST LIKE YOU WEIGH IN ABOUT THEIR THOUGHTS AND FEELINGS ABOUT THINGS SUCH AS: HOW TO WORK FROM HOME WITHOUT GETTING A DIVORCE OR DITCHING YOUR ● KIDS HOW TO DO YOUR FIRST ZOOM WHILST REMAINING PROFESSIONAL ● HOW TO DEVELOP A SUSTAINABLE DAILY ROUTINE THAT INCLUDES A DAILY ● WALK
. . . THEY ARE INTERESTED IN YOUR THOUGHTS AND FEELINGS ABOUT NON-WORK RELATED ISSUES TOO! FOR EXAMPLE; I WAS QUOTED RECENTLY IN MY THOUGHTS ABOUT DATING A VEGAN LIKE ME... WOULD I ACTUALLY GO ON A DATE WITH A GUY WHO LOVES A BLOODY STEAK, FOR GRAZIA MAGAZINE? I SAID, ‘ER YES MAYBE, BUT IT WOULD DEPEND ON HOW IT DEVELOPED, IF IT WAS EVERY MEAL A BLOODIED STEAK THEN IT’S A NO!’ HERE’S THE LINK TO THE PIECE: HTTPS://GRAZIADAILY.CO.UK/LIFE/REAL-LIFE/VEGAN-DATING/
THE FIRST STRATEGY I HAVE TO SHARE WITH YOU IS - FOR YOU TO RAISE YOUR PROFILE DURING THIS PANDEMIC - IS… 1. T O CONTACT YOUR LOCAL RADIO STATION AND ASK IF THEY ARE LOOKING FOR EXPERTS TO DISCUSS WHAT YOU DO, OR IF THEY ARE LOOKING FOR OPINIONS FOR ONE OF THEIR ‘MEATY' DISCUSSIONS. R I G H T, S O, JUST RING THEM UP, AND SAY: L E T ’ S G E T "HI, I'M JANE, AND I HELP PEOPLE DEVELOP RESILIENCE AND I WONDERED IF YOU MIGHT HAVE A LIST OF NAMES AND CONTACT DETAILS THAT YOU COULD ADD ME TO; TO CONTACT WHEN YOU NEED HELP FOR ONE OF YOUR DISCUSSIONS OR G O I N G . FEATURES?" HI, I'M DAVE, I RUN A MANCHESTER-BASED NETWORKING GROUP, IF YOU EVER NEED SOMEONE TO WEIGH IN ON A DISCUSSION ABOUT HOW BUSINESSES CAN GET THROUGH THIS TIME, GIVE ME A SHOUT, I'D BE HAPPY TO HELP." I’D GO FOR YOUR LOCAL BBC RADIO STATION, OR YOUR NEAREST BBC RADIO STATION, OR NATIONAL STATION IN YOUR PART OF THE WORLD!
24/7 JOURNALISTS ARE POSTING ALL AROUND THE WORLD MEDIA OPPORTUNITIES WHICH YOU CAN 2. RESPOND TOO - YES REALLY! EXCITING! ALL YOU NEED TO DO, IS HAVE A TWITTER ACCOUNT = IF YOU DO NOT HAVE ONE GET ONE AFTER THIS SESSION, OR DURING! LOL! G E T I N T O AND THEN TYPE INTO THE SEARCH BAR... T W I T T E R ! ‘#JOURNOREQUEST, #JOURNOREQUESTS, #HARO, #SOURCEBOTTLE’, AND LOOK FOR MEDIA OPPORTUNITIES WHICH YOU CAN RESPOND TO AROUND THE WORLD, RIGHT NOW! I ADMIT, SOME ARE GREAT; SOME NOT SO GREAT. SO YOU WILL NEED TO SPEND A BIT OF TIME GOING THROUGH THEM! TO BEGIN WITH, YOU COULD JUST DO IT ONCE OR TWICE A WEEK, IDEALLY IN THE MORNINGS! IN THE ‘PRE-PANDEMIC DAYS,’ THE JOURNOREQUESTS USED TO START TO BE POSTED IN THE MORNINGS FROM 9.30AM ONWARDS - ER, NOW IT’S FROM 8AM!! I KNOW! #HARO ARE MOSTLY FOR AMERICA AND THEN CANADA WITH SOME OPPORTUNITIES FOR BRITISH PEOPLE, AND #SOURCEBOTTLE IS LARGELY FOR AUSTRALIA, NEW ZEALAND, WITH A HANDFUL OF MEDIA OPPORTUNITIES FOR THE UK AND EUROPE.
P R O - T I P ! THE APPROACH WITH THIS, IS THAT YOU NEED TO RESPOND FAST! YOU NEED TO BE POLITE, SO TWEET THE JOURNALIST... FOR EXAMPLE: "LOOKING TO TALK TO EXPERTS IN RESILIENCE TO HELP PEOPLE DURING COVID-19 AND WOULD LIKE TO KNOW THEIR TIPS ON HOW TO BUILD IT?" DO NOT SEND: "HI, SARAH, I CAN ABSOLUTELY HELP YOU, EMAIL ME JANE@ICANHELPYOUOUT.COM AND I WILL GET BACK TO YOU!" ER, HEAVENS NOW. THEY ARE PROVIDING YOU WITH AN OPPORTUNITY, YOU ARE CHASING THEM NOT THE OTHER WAY AROUND. JOURNALISTS ARE SUPREMELY BUSY PEOPLE! THIS TWEET SENDS THE WRONG MESSAGE AND A MESSAGE WHICH THEY ARE VERY LIKELY GOING TO IGNORE!
AN APPROACH WHICH HAS WORKED FOR ME AND MY CLIENTS REPEATEDLY IS THE FOLLOWING: FIRST, CHECK TO SEE IF YOU CAN JUST DM OR DIRECT MESSAGE THEM PRIVATELY, OFF THE MAIN TWITTER FEED, BY LOOKING TO SEE IF THEIR IN AN ENVELOPE, IF THERE IS EMAIL DO THAT! IF NO ENVELOPE SEND THE FOLLOWING TWEET: "HI SARAH, I MIGHT BE ABLE TO HELP YOU, CAN YOU FOLLOW ME BACK (OBVIOUSLY ONLY IF THEY ARE NOT FOLLOWING YOU, IF THEY ARE, JUST DM THEM! ) SO THAT I CAN DM YOU?" AND THEN IF THEY STILL NEED HELP WITH THEIR PIECE THEY WILL DM YOU, AND YOU CAN SAY SOMETHING LIKE: "HI SARAH, I HELP CLIENTS WITH BUILDING RESILIENCE, HERE'S MY WEBSITE WWW.RESILIENCEBUILDING.COM. LET ME KNOW IF YOU THINK I AM A FIT AND IF SO WHAT YOU NEED, BY WHEN AND WHERE IT MIGHT BE FOR. THANKS SO MUCH. JANE." THIS DM IS GENTLE, OPEN, AND SUPPORTIVE. YOU DO NOT KNOW WHAT THE JOURNALIST'S BRIEF IS UNTIL THEY LET YOU KNOW, SO, NEVER ASSUME THAT YOU CAN HELP THEM, AS YOU MIGHT NOT BE ABLE TO! AND A GOOD 'PAY IT FORWARD,' APPROACH I LOVE TO USE, WHICH MANY OF MY PEERS FEEL IS COUNTER-INTUITIVE, BUT I LOVE DOING IT IS.. TO RETWEET AND LIKE THEIR MEDIA REQUEST, AS IT IS JUST FEELS RIGHT, AND TAG ANYONE YOU KNOW WHO MIGHT BE ABLE TO HELP OUT THE JOURNALIST!
IT'S CREATING GOOD KARMA AND GOOD FEELINGS AS YOU MIGHT NOT BE ABLE TO HELP THEM BUT SOMEONE ON YOUR FEED MIGHT! W H Y ? NOW LET’S SEE IF I CAN DO A LIVE DEMONSTRATION! AND FINALLY…
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